Content material advertising and marketing is the method of planning, creating, and sharing content material together with your audience. It helps you generate model consciousness, persuade prospects to take motion, and drive income.

There are numerous kinds of content material advertising and marketing, like social media and blogs, however new developments and strategies emerge yearly that change the methods companies attain their audiences.

As a marketer, it’s important to know what your opponents are specializing in, so you may create a technique and stand out from the gang. On this submit, uncover vital stats to know concerning the state of content material advertising and marketing in 2022 and developments to look out for all year long.

Content material Advertising and marketing Stats to Know

• 90% of entrepreneurs utilizing content material advertising and marketing plan to proceed investing the identical quantity within the channel in 2022.
• 66% of entrepreneurs count on their 2022 content material advertising and marketing funds to extend greater than their 2021 funds. 
• Over 60% of entrepreneurs measure the success of their content material advertising and marketing technique by way of gross sales.
• Entrepreneurs’ major targets for operating advertising and marketing campaigns are model consciousness, rising gross sales, and rising engagement.
• The highest three targets entrepreneurs obtain by way of profitable content material advertising and marketing are producing model consciousness, constructing credibility and belief, and educating audiences. 
• The highest challenges entrepreneurs face with content material advertising and marketing are creating content material that generates leads, discovering concepts for brand spanking new content material, and creating content material that receives excessive ranges of on-line engagement.
• Google’s search algorithms try to transcend textual content to photographs, voice/podcasts, and movies.
• Video is the primary format entrepreneurs used of their content material technique in 2021. 
• The highest 4 codecs entrepreneurs leverage of their content material technique are movies, blogs, photos, and infographics.
• The highest applied sciences B2B organizations use to complement content material advertising and marketing are analytics instruments, social media publishing, and e mail advertising and marketing software program.
• The highest three owned mediacontent distribution channels for B2B entrepreneurs are a private web site, weblog, and e mail e-newsletter..

Content material Advertising and marketing Traits to Watch in 2022

1. Brief-form video takes heart stage.

The quantity of on-line video watched per particular person per week has nearly doubled since 2018, in accordance with Wistia. As of 2021, it’s at 18 hours per week. 

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This shopper habits has made video, short-form particularly, the first type of media used inside any content material technique for the third 12 months in a row. As such, 89% of entrepreneurs plan to proceed investing the identical quantity within the channel or improve their investments in 2022.

The movies you determine to create and the locations you select to share them relies upon totally in your particular person enterprise wants, however your efforts might be worthwhile, as Wistia discovered that shorter movies have the best engagement charges. 

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2. Strategic search engine optimization ways.

In 2020, HubSpot VP of Advertising and marketing Matthew Howells-Barby mentioned he needed to see the variety of entrepreneurs actively investing in search engine optimization go up. His want got here true — 69% of entrepreneurs reported investing in search engine optimization in 2021, a 5% improve from 2020. Entrepreneurs are persevering with to make search engine optimization investments in 2022 to create tailor-made experiences for web site customers. 

Nevertheless, content material entrepreneurs are transferring away from search engine optimization optimization usually, as 83% of entrepreneurs say that their principal space of focus is using strategic key phrases of their content material. Companies are in search of a technique to merely seem in SERPs and create in-depth content material that’s distinctive, helpful, and completely different from what opponents supply on those self same end result pages. 

Entrepreneurs additionally report that their search engine optimization content material advertising and marketing efforts will contain optimizing for cell (64%), and backlinking and hyperlink constructing (64%). 

3. Podcasting upholds its reign.

Podcasts proceed to carry court docket in content material advertising and marketing methods in 2022. This isn’t stunning, contemplating that U.S. customers alone listened to fifteen billion hours of podcasts in 2021. 

Because of this, 

• 51% of content material entrepreneurs who already leverage podcasts or different audio content material will make investments extra in 2022, and 43% plan to proceed investing the identical quantity.
• 53% of content material entrepreneurs who do leverage podcasts and different audio content material say it’s the best format they use, regardless of low ROI.

So, why are podcasts so widespread? On the patron facet, there’s something for everybody. With 72,000 new episodes per day (as proven within the graph under), the probability of discovering a present that appeals to their pursuits is extremely excessive, whether or not it’s a thriller story or a real-life story about how their favourite enterprise was constructed.

Companies are investing in podcasts as a result of they create vital advantages: “Podcasts have the power to drive actual outcomes and repay by way of leads and income,” says Zachary Bellinger, CRO at Casted. 60% of podcast listeners looked for a product after listening to about it in a podcast. 

It’s additionally price noting that 44% of content material entrepreneurs are branching out into a brand new type of audio of their content material advertising and marketing methods in 2022 — audio chat rooms. 

Whereas a more moderen idea, the funding in audio chat rooms is sensible, as they create an area for companies to attach with audiences for real dialog and engagement. You may learn this text about Clubhouse and this one about Twitter Areas to study extra concerning the rising channel and the way different manufacturers are utilizing them in 2022. 

4. Championing social accountability.

Social accountability will grow to be a vital precedence for content material entrepreneurs in 2022, as prospects care now, greater than ever, about manufacturers sharing their identical values and talking authentically and empathetically about issues like social justice points or the truthful therapy of their staff. 

Entrepreneurs are recognizing how a lot prospects care, and 82% are investing the identical or rising their funding in social accountability in 2022. 

It’s vital to bear in mind, although, that in the event you leverage social accountability in your content material advertising and marketing efforts, your total enterprise should champion social accountability as effectively, and be real about it. 

Take Glossier, for instance. In June of 2020, the corporate commonly shared content material on its Instagram web page that centered folks from completely different communities. Nevertheless, in August of 2020, an Instagram account known as Outta The Gloss posted an open letter to Glossier from former staff that made gentle of situations of unfair therapy whereas working at Glossier’s flagship retailer. 

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The previous staff weren’t hoping to pull Glossier by way of the mud, however extra so name consideration to the truth that, if it champions social accountability in its content material, it should additionally uphold related values in its enterprise practices. 

It boils all the way down to this: customers need companies to be socially accountable, however they need the social accountability mirrored in all areas of enterprise, from the content material you submit on social media to the methods you assist and uplift your staff.

5. Digital and hybrid occasions.

A webinar is a video presentation, seminar, lecture, or workshop delivered to an viewers digitally. Regardless of as soon as being declared outdated, webinars and digital occasions have grow to be extraordinarily widespread over the past three years, and, as COVID-19 restrictions stop, they welcome hybrid fashions into the combo. 

Attending occasions digitally permits customers to proceed to work together with their favourite companies and derive worth from presents and trade leaders. Hybrid presents the identical profit, as customers can choose what works greatest for his or her wants, and companies can be sure that all of their audiences can take part in what they provide. 30% of Content material Advertising and marketing Institute survey respondents say that their funding in hybrid occasions is predicted to extend, and 40% of entrepreneurs plan to extend their funding in digital occasions, webinars, and conferences usually in 2022. 

HubSpot’s annual INBOUND convention is a superb instance of a hybrid-modeled occasion, providing the choice for attendees to attend in-person, or on-line. 

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6. Infographics.

Infographics are graphics that specify an idea or present a visible for a chunk of information. Entrepreneurs sometimes use them to rapidly talk vital, stand-out data, and 45% of entrepreneurs who leverage content material advertising and marketing use it. The picture under is an instance of an infographic used inside a weblog submit. 

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Listed below are some further stats from latest HubSpot Weblog Analysis:

• 56% of content material entrepreneurs who use it say that it’s their simplest advertising and marketing content material kind
• 52% of entrepreneurs plan to speculate the identical quantity in infographics all through the following 12 months
• 38% of entrepreneurs plan to extend their infographic investments inside the subsequent 12 months. 

Its recognition is as a result of infographics are shareable, are visually interesting, informative, and supply useful data to the reader. As they are saying, an image is price a thousand phrases, so it is sensible that infographics are vital for content material advertising and marketing. 

Keep Up-to-date On Your Business

It’s all the time vital to remain up-to-date on what is occurring in your trade, and being conscious of those developments is a method to take action. Do you have to select to leverage one among these developments in your advertising and marketing technique, be sure that it’s related to your online business wants and can make it easier to obtain your targets.